Market research by Kantar has shown that the business media offered by L’Echo and De Tijd reach six in every ten corporate decision makers who read Belgian media. On top of that, both titles are the market leader at both large and small enterprises, as well as within all relevant decision-making areas.
In total, nearly 1,000 so-called ‘decision makers’ at Belgian companies took part in a telephone survey about their consumption of Belgian news brands in a professional context. ‘Decision makers’ are people at Belgian private enterprises who have both decision-making and budgetary responsibilities in seven relevant areas, such as general management (CEO), finance (CFO) and fleet management.
Kantar’s research shows that the Belgian media reach eight out of every ten of these decision makers in their professional fields. As market leaders, L’Echo and De Tijd reach no fewer than six out of ten of these decision makers, some distance ahead of the next news outlet.
L’Echo and De Tijd are market leaders at start-ups, scale-ups, SMEs and larger enterprises. The reach of L’Echo and De Tijd also increases as a company’s turnover increases, which renders these titles highly relevant to all advertisers in a B2B context for products and services.
The survey also shows that nine out of ten decision makers who read L’Echo and De Tijd use these papers as a professional instrument to effectively make decisions.
As a final note: the average decision maker at Belgian companies is between the ages of 45 and 54, and males account for a slightly larger proportion (57%) within these decision makers.